what if I told you that I as a graphic designer have more power than the Prime
designer have more power than the Prime
designer have more power than the Prime Minister now I don’t really I just
Minister now I don’t really I just
Minister now I don’t really I just wanted to have a shocking opening line
wanted to have a shocking opening line
wanted to have a shocking opening line my introduction was somehow similar to
my introduction was somehow similar to
my introduction was somehow similar to the clickbait phenomena so look at me
the clickbait phenomena so look at me
the clickbait phenomena so look at me I’ve got something sensational for you
I’ve got something sensational for you
I’ve got something sensational for you to see but actually don’t what I’m about
to see but actually don’t what I’m about
to see but actually don’t what I’m about to tell you is in fact so well-known
to tell you is in fact so well-known
to tell you is in fact so well-known it’s actually cliche now this is the
it’s actually cliche now this is the
it’s actually cliche now this is the point about cliches their obvious by
point about cliches their obvious by
point about cliches their obvious by definition and that’s why we don’t
definition and that’s why we don’t
definition and that’s why we don’t reflect on them so the concept behind
reflect on them so the concept behind
reflect on them so the concept behind this this phrase is that the outcomes of
this this phrase is that the outcomes of
this this phrase is that the outcomes of an intelligent or creative mind can be
an intelligent or creative mind can be
an intelligent or creative mind can be more powerful more effective than mere
more powerful more effective than mere
more powerful more effective than mere physical strength it summarizes a
physical strength it summarizes a
physical strength it summarizes a peculiar feature of the human kind as in
peculiar feature of the human kind as in
peculiar feature of the human kind as in we seem to have the same basic instincts
we seem to have the same basic instincts
we seem to have the same basic instincts as any other animal species but we need
as any other animal species but we need
as any other animal species but we need something more we we need to communicate
something more we we need to communicate
something more we we need to communicate at another level we need to understand
at another level we need to understand
at another level we need to understand each other and prove our strength in
each other and prove our strength in
each other and prove our strength in another context and this is when the
another context and this is when the
another context and this is when the basic instincts such as nourishment
basic instincts such as nourishment
basic instincts such as nourishment reproducing protecting the nest become
reproducing protecting the nest become
reproducing protecting the nest become the armament industry love poems
the armament industry love poems
the armament industry love poems advertising now as a graphic designer
advertising now as a graphic designer
advertising now as a graphic designer the way people connect and interact with
the way people connect and interact with
the way people connect and interact with each other is mostly fascinating for me
each other is mostly fascinating for me
each other is mostly fascinating for me and I I love seeing how how the humans
and I I love seeing how how the humans
and I I love seeing how how the humans transformed his interaction than these
transformed his interaction than these
transformed his interaction than these connections into into art regardless of
connections into into art regardless of
connections into into art regardless of the purpose but why should this be
the purpose but why should this be
the purpose but why should this be important for you as an audience now
important for you as an audience now
important for you as an audience now some designers agree in saying that good
some designers agree in saying that good
some designers agree in saying that good design has to be subconscious and that’s
design has to be subconscious and that’s
design has to be subconscious and that’s why it’s a noticed just like an obvious
why it’s a noticed just like an obvious
why it’s a noticed just like an obvious cliché
but this is why it’s easy to dismiss
but this is why it’s easy to dismiss graphic designers unimportant however
graphic designers unimportant however
graphic designers unimportant however graphic design is in our maps Ed’s on
graphic design is in our maps Ed’s on
graphic design is in our maps Ed’s on the street signs that you looked at
the street signs that you looked at
the street signs that you looked at while getting here hopefully it’s in
while getting here hopefully it’s in
while getting here hopefully it’s in this is in these lights it’s in our
this is in these lights it’s in our
this is in these lights it’s in our flags in our product labels so if it
flags in our product labels so if it
flags in our product labels so if it guides us for the streets and in the
guides us for the streets and in the
guides us for the streets and in the choice of our products services
choice of our products services
choice of our products services information culture how about our values
information culture how about our values
information culture how about our values and ideas I’m not here to give you an
and ideas I’m not here to give you an
and ideas I’m not here to give you an answer on my personal opinion I’m just
answer on my personal opinion I’m just
answer on my personal opinion I’m just questioning the limits of human
questioning the limits of human
questioning the limits of human communication and the awareness of these
communication and the awareness of these
communication and the awareness of these limits so the concept of cliche is
limits so the concept of cliche is
limits so the concept of cliche is fundamental in communication and
fundamental in communication and
fundamental in communication and therefore in graphic communication it
therefore in graphic communication it
therefore in graphic communication it seems quite simple but there are so many
seems quite simple but there are so many
seems quite simple but there are so many things that could go wrong here and that
things that could go wrong here and that
things that could go wrong here and that is due to the to the many many factors
is due to the to the many many factors
is due to the to the many many factors that are involved in this process let’s
that are involved in this process let’s
that are involved in this process let’s start from the individuals the sender
start from the individuals the sender
start from the individuals the sender and the recipient in this case
and the recipient in this case
and the recipient in this case Tomlinson’s quote here summarizes very
Tomlinson’s quote here summarizes very
Tomlinson’s quote here summarizes very effectively a specific kind of
effectively a specific kind of
effectively a specific kind of miscommunication that is the one that is
miscommunication that is the one that is
miscommunication that is the one that is based on people’s identities identity is
based on people’s identities identity is
based on people’s identities identity is a nebulous mix of values citizenship
a nebulous mix of values citizenship
a nebulous mix of values citizenship language ideas it’s not really clear and
language ideas it’s not really clear and
language ideas it’s not really clear and i can give you actually an example of
i can give you actually an example of
i can give you actually an example of when identity can be even more hard to
when identity can be even more hard to
when identity can be even more hard to define where cliches don’t really
define where cliches don’t really
define where cliches don’t really correspond to reality that is myself so
correspond to reality that is myself so
correspond to reality that is myself so the visual part of my identity says that
the visual part of my identity says that
the visual part of my identity says that my jeans are Asian and in fact I am a
my jeans are Asian and in fact I am a
my jeans are Asian and in fact I am a mixture of Japanese former Soviet
mixture of Japanese former Soviet
mixture of Japanese former Soviet republics Crimean indigenous people
republics Crimean indigenous people
republics Crimean indigenous people but my cultural background is mainly
but my cultural background is mainly
but my cultural background is mainly European so let’s say that the cultural
European so let’s say that the cultural
European so let’s say that the cultural background of the people of the citizens
background of the people of the citizens
background of the people of the citizens of the small city in Italy where I spend
of the small city in Italy where I spend
of the small city in Italy where I spend ninety percent of my life caused quite a
ninety percent of my life caused quite a
ninety percent of my life caused quite a few episode of xenophobia that I’ve had
few episode of xenophobia that I’ve had
few episode of xenophobia that I’ve had to face as an asian-looking person
to face as an asian-looking person
to face as an asian-looking person despite the fact that I am Italian on
despite the fact that I am Italian on
despite the fact that I am Italian on the other hand showing my Russian
the other hand showing my Russian
the other hand showing my Russian passport at the border with Ukraine at
passport at the border with Ukraine at
passport at the border with Ukraine at the moment means that I’m not allowed to
the moment means that I’m not allowed to
the moment means that I’m not allowed to enter I’m not allowed to enter Ukraine
enter I’m not allowed to enter Ukraine
enter I’m not allowed to enter Ukraine but there is nothing else but my
but there is nothing else but my
but there is nothing else but my passport to prove their am Russian
passport to prove their am Russian
passport to prove their am Russian visually so why is it that I feel like
visually so why is it that I feel like
visually so why is it that I feel like I’m at home in Scotland because here’s
I’m at home in Scotland because here’s
I’m at home in Scotland because here’s where my identity is not defined by my
where my identity is not defined by my
where my identity is not defined by my language or physical appearance my
language or physical appearance my
language or physical appearance my identity here is based on my personality
identity here is based on my personality
identity here is based on my personality my ideas my actions so I was talking
my ideas my actions so I was talking
my ideas my actions so I was talking about cliches earlier and if you think
about cliches earlier and if you think
about cliches earlier and if you think of that this cultural background that I
of that this cultural background that I
of that this cultural background that I keep talking about can be visualized as
keep talking about can be visualized as
keep talking about can be visualized as a set of cliches as a number of
a set of cliches as a number of
a set of cliches as a number of stereotyped ideas that we base our
stereotyped ideas that we base our
stereotyped ideas that we base our identity on and these stereotyped ideas
identity on and these stereotyped ideas
identity on and these stereotyped ideas are really important in mass
are really important in mass
are really important in mass communication because information has to
communication because information has to
communication because information has to be has to be made as simple as possible
be has to be made as simple as possible
be has to be made as simple as possible and that’s why we need to base the
and that’s why we need to base the
and that’s why we need to base the graphics on the very simple elements now
graphics on the very simple elements now
graphics on the very simple elements now this simplistic way of conveying a
this simplistic way of conveying a
this simplistic way of conveying a message is not an issue in itself what
message is not an issue in itself what
message is not an issue in itself what worries me is are we able to manage this
worries me is are we able to manage this
worries me is are we able to manage this simplicity are we aware of it I’ll give
simplicity are we aware of it I’ll give
simplicity are we aware of it I’ll give you a few practical examples
now Shepard Fairey produced this artwork
now Shepard Fairey produced this artwork in response to a growing anti-muslim
in response to a growing anti-muslim
in response to a growing anti-muslim sentiment in the United States so he he
sentiment in the United States so he he
sentiment in the United States so he he used the exact same color scheme of the
used the exact same color scheme of the
used the exact same color scheme of the 2008 already iconic hope posters
2008 already iconic hope posters
2008 already iconic hope posters featuring Barack Obama so in this way he
featuring Barack Obama so in this way he
featuring Barack Obama so in this way he was stating a continuity the smart use
was stating a continuity the smart use
was stating a continuity the smart use of simple symbols such as the US flag
of simple symbols such as the US flag
of simple symbols such as the US flag combined with the hijab sends a very
combined with the hijab sends a very
combined with the hijab sends a very simple message being Muslim does not
simple message being Muslim does not
simple message being Muslim does not exclude being American or even more if
exclude being American or even more if
exclude being American or even more if you want to look at it in a different
you want to look at it in a different
you want to look at it in a different way this is the new face of America it’s
way this is the new face of America it’s
way this is the new face of America it’s very simple and that’s why it is
very simple and that’s why it is
very simple and that’s why it is effective the same method was used in
effective the same method was used in
effective the same method was used in 2014 by the Russian Information
2014 by the Russian Information
2014 by the Russian Information Department again very simple symbols
Department again very simple symbols
Department again very simple symbols that everyone can access I’ll do some
that everyone can access I’ll do some
that everyone can access I’ll do some background the small geographic area
background the small geographic area
background the small geographic area that you see here is Crimea which is
that you see here is Crimea which is
that you see here is Crimea which is where my femme part of my family’s from
where my femme part of my family’s from
where my femme part of my family’s from and in 2014 the people of Crimea were
and in 2014 the people of Crimea were
and in 2014 the people of Crimea were called at a referendum they needed to
called at a referendum they needed to
called at a referendum they needed to choose if they wanted to stay with
choose if they wanted to stay with
choose if they wanted to stay with Ukraine remain part of Ukraine or be
Ukraine remain part of Ukraine or be
Ukraine remain part of Ukraine or be annexed to the Russian Federation so
annexed to the Russian Federation so
annexed to the Russian Federation so this billboard was created by the
this billboard was created by the
this billboard was created by the Russians the Russian Information
Russians the Russian Information
Russians the Russian Information Department and despite the fact that in
Department and despite the fact that in
Department and despite the fact that in 2014 in that moment Crimea was still
2014 in that moment Crimea was still
2014 in that moment Crimea was still part of Ukraine this is in Russian you
part of Ukraine this is in Russian you
part of Ukraine this is in Russian you don’t need to read Russian however to
don’t need to read Russian however to
don’t need to read Russian however to understand what this billboard says
understand what this billboard says
understand what this billboard says because it puts the choice between a
because it puts the choice between a
because it puts the choice between a crimea under the Russian flag in the one
crimea under the Russian flag in the one
crimea under the Russian flag in the one hand and its opponent that is here not
hand and its opponent that is here not
hand and its opponent that is here not represented by the colors and symbols of
represented by the colors and symbols of
represented by the colors and symbols of your crane but by the colors and symbols
your crane but by the colors and symbols
your crane but by the colors and symbols that are sadly well known to belong to a
that are sadly well known to belong to a
that are sadly well known to belong to a completely different graphics which is
completely different graphics which is
completely different graphics which is the one that belongs to
the one that belongs to
the one that belongs to the Nazi regime so what the message the
the Nazi regime so what the message the
the Nazi regime so what the message the message is that the choice is between
message is that the choice is between
message is that the choice is between good and evil itself when I first saw
good and evil itself when I first saw
good and evil itself when I first saw this my my European background made me
this my my European background made me
this my my European background made me think this is so reductive how could how
think this is so reductive how could how
think this is so reductive how could how could such a cartoonishly simplistic
could such a cartoonishly simplistic
could such a cartoonishly simplistic polarizing approach work in any other
polarizing approach work in any other
polarizing approach work in any other context could it ever work in any other
context could it ever work in any other
context could it ever work in any other background
I’ll give you one last practical example
I’ll give you one last practical example so i was reading through the news on a
so i was reading through the news on a
so i was reading through the news on a russian news website about a year ago
russian news website about a year ago
russian news website about a year ago when i saw the picture of a young girl
when i saw the picture of a young girl
when i saw the picture of a young girl wearing a veil next to the big headline
wearing a veil next to the big headline
wearing a veil next to the big headline Crimean Tatar joins Isis so I had the I
Crimean Tatar joins Isis so I had the I
Crimean Tatar joins Isis so I had the I had the image I had the type had all the
had the image I had the type had all the
had the image I had the type had all the graphics no space for doubt what would
graphics no space for doubt what would
graphics no space for doubt what would you afford now I admit it I would have
you afford now I admit it I would have
you afford now I admit it I would have believed it if only briefly I would have
believed it if only briefly I would have
believed it if only briefly I would have been as guilty as everyone else if I
been as guilty as everyone else if I
been as guilty as everyone else if I didn’t know that young girl actually if
didn’t know that young girl actually if
didn’t know that young girl actually if that young girl wasn’t my cousin yes
that young girl wasn’t my cousin yes
that young girl wasn’t my cousin yes that veil did correspond to her Muslim
that veil did correspond to her Muslim
that veil did correspond to her Muslim faith in her appearance did correspond
faith in her appearance did correspond
faith in her appearance did correspond to her origins to her Crimean origins
to her origins to her Crimean origins
to her origins to her Crimean origins that was that was true but what what
that was that was true but what what
that was that was true but what what else did leaves visual elements say
else did leaves visual elements say
else did leaves visual elements say about her how did they connect to Isis
well I asked myself this question but no
well I asked myself this question but no one else in the audience did they saw
one else in the audience did they saw
one else in the audience did they saw Isis they saw the veil there was nothing
Isis they saw the veil there was nothing
Isis they saw the veil there was nothing else they wanted to know so what were
else they wanted to know so what were
else they wanted to know so what were the intentions what were the aims of the
the intentions what were the aims of the
the intentions what were the aims of the diffusion of such information
sometimes the aims of misleading
sometimes the aims of misleading graphics is all about the clickbait
graphics is all about the clickbait
graphics is all about the clickbait sometimes it is genuine misinformation
sometimes it is genuine misinformation
sometimes it is genuine misinformation it does happen in any case it is the
it does happen in any case it is the
it does happen in any case it is the audience it is the audience who react or
audience it is the audience who react or
audience it is the audience who react or responds and this is what I was talking
responds and this is what I was talking
responds and this is what I was talking about in the beginning but no I don’t
about in the beginning but no I don’t
about in the beginning but no I don’t have more power than the Prime Minister
have more power than the Prime Minister
have more power than the Prime Minister but the audience does so you do we do
but the audience does so you do we do
but the audience does so you do we do because we have the chance to either
because we have the chance to either
because we have the chance to either react or respond so think of how you
react or respond so think of how you
react or respond so think of how you assimilate the information that gets you
assimilate the information that gets you
assimilate the information that gets you in graphic form do you know the cliches
in graphic form do you know the cliches
in graphic form do you know the cliches that rule your your visual language it’s
that rule your your visual language it’s
that rule your your visual language it’s easy to identify those cliches that we
easy to identify those cliches that we
easy to identify those cliches that we think to be wrong that we disagree with
think to be wrong that we disagree with
think to be wrong that we disagree with but we need to admit that even the
but we need to admit that even the
but we need to admit that even the cliches that we think to be truthful
cliches that we think to be truthful
cliches that we think to be truthful have exceptions flaws and complications
have exceptions flaws and complications
have exceptions flaws and complications and backgrounds
to be have your reactions be supportive
to be have your reactions be supportive but disappointed be angry being
but disappointed be angry being
but disappointed be angry being different it doesn’t matter the real
different it doesn’t matter the real
different it doesn’t matter the real difference is in how how you show your
difference is in how how you show your
difference is in how how you show your support your disappointment your anger
support your disappointment your anger
support your disappointment your anger or your indifference thanks
”
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